Stages of the Buyer’s Journey and Appropriate Content

Stages of the Buyer’s Journey and Appropriate Content

We take a detailed look at the 4 buyer’s journey stages to help you understand what your buyers are doing, and what content will help them move from one stage to the next.


The buyer’s journey the active research process a potential buyer goes through leading up to a purchase. It maps the actions they take as they make their journey towards a purchase and helps keep the buyer’s behaviour, information needs and problems central to all marketing and sales efforts.

The Buyer’s Journey Explained

The Buyer’s Journey Explained

Today’s most effective B2B organisations are aligning their marketing content and sales tools with the priorities of the buyer at key stages in their buying journey.


What is the buyer’s journey?

The buyer’s journey is the research process a potential buyer goes through leading up to a purchase. It maps the actions they take as they make their journey towards a purchase and helps keep the buyer’s information needs and problems central to all marketing and sales efforts.

How to Create a Sales and Marketing Funnel

How to Create a Sales and Marketing Funnel

So you have a superb marketing campaign outlined! Well done! But in order for it to be effective, you must determine how leads will be qualified through the process. This will allow you to better utilise sales by only passing them truly qualified prospects.

Both your sales and marketing teams need to establish this qualification process together to ensure they have a unified picture of the funnel and standard definitions of each stage. And there must be constant communication between the teams to ensure the funnel is functioning correctly.

Follow these steps to create a sales and marketing funnel that both sales and marketing can collaborate around:

10 Step Lead Nurturing Strategy

10 Step Lead Nurturing Strategy

Despite the widespread use of lead nurturing to create demand, few marketers are seeing the success they’d hoped for. To really gain control over the customer journey marketers first need to develop a solid nurture strategy and then enable this using their marketing automation software.

Marketing automation and lead nurturing seem to come as a pair. In fact, according to Marketo & Ascend2’s Marketing Automation Strategies for Sustaining Success report (2015), marketing automation users believe lead nurturing is its most valuable feature. Yet despite the widespread use of lead nurturing as part of they demand generation, only 2.8% of respondents stated they are seeing the success they’d hoped for (ANNUITAS’ Enterprise B2B Demand Generation Study, 2014).